The strategy of choosing one attribute to excel at or to create competitive advantage is called
A. overpositioning
B. unique selling proposition
C. undifferentiated marketing
D. relationship marketing
E. concentrated marketing
Answer: (B) When a company chooses one attribute to excel at and promotes it to create a competitive advantage, it is called a unique selling proposition. Thus, (B) is the right answer. There is no such thing as overpositioning (A). Undifferentiated marketing (C) is when a company chooses to mass market its product or service. Relationship marketing (D) is when companies aim to create lasting relationships with its stakeholders. Concentrated marketing (E) is also incorrect because it is a segmentation strategy where companies target one segment to pursue with a unique marketing mix.